Common Sense Media Review
By Jennifer Green
,
based on child development research. How do we rate?
Docu about Christmas tree businesses; language, addictions.
Parents Need to Know
Why Age 14+?
Any Positive Content?
Where to Watch
Videos and Photos
Merchants of Joy
Parent and Kid Reviews
What's the Story?
In New York City, five families compete to stay afloat in the cutthroat outdoor Christmas tree business in MERCHANTS OF JOY. The film profiles the families, interviewing owners, family members, and employees to reveal how the businesses got started, what some of the most pressing challenges are, and how the families compete but also remain friends. Along the way, we learn about their personal lives, struggles, joys, and personalities.
Is It Any Good?
What starts out as a very niche business documentary gradually becomes a surprisingly touching personal story and an ode to New York City and the Christmas spirit. The various Merchants of Joy profiled in this film—including one who declined to speak on camera and is, somewhat strangely, animated instead—come alive as truly empathetic characters. These are family businesses in the deepest sense of the word. Parents and grown children fight back tears at the thought of losing one another, and one man shares his cancer journey.
This man in particular embodies the spirt of Santa. He sports a long, white beard and has perfected a deep-throated "Ho, ho, ho." He is sweetly moved to tears in several touching scenes. Other entrepreneurs reveal their own past battles with addiction or criminal records. One shows great empathy for a drunk man found sleeping in her tree stand shed, and she gives advice to other employees she's hired (many of whom consider themselves "unhireable" because of their backgrounds or issues). Theirs are very human stories, told in a compassionate way.
Talk to Your Kids About ...
Families can talk about the mix of friendship and competition the entrepreneurs reveal in Merchants of Joy. Do you have any relationships in your own life built on such competing sentiments?
In what ways do the people profiled in this film demonstrate compassion—for each other, their family members, the people they hire, and more?
How does this film build a "character" for each of its main subjects, and what key characteristics do we learn about each? Do you feel you've come away knowing about 5-7 different people's lives, personalities, and main concerns?
Movie Details
- On DVD or streaming : December 1, 2025
- Cast : Greg Walsh
- Director : Celia Aniskovich
- Inclusion Information : Female Movie Director(s)
- Studio : Prime Video
- Genre : Documentary
- Topics : Family Stories , Friendship , Holidays
- Character Strengths : Compassion
- Run time : 90 minutes
- MPAA rating :
- Last updated : December 4, 2025
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